The company I picked is Best of Brighton Holiday Letting

Mid semester marketing assessment: 1,250w

Write a proposal for a marketing campaign for a business utilizing key marketing concepts and
critically evaluate the usefulness, value and impact the campaign could have on the business.

Choose one of the marketing plan scenarios below. You should consider the scenario you choose
as a starting point only and develop this into a coordinated marketing campaign – add any details
you need to: (brand name, brand image, precise target market, current pricing, product details
etc.)

Marketing plan scenarios

1. To increase the market share of BBHL in a highly competitive environment

2. To increase the number of international students using the BBHL service
3. To build awareness of BBHL in the Chinese/ Hong Kong markets
4. To design a marketing plan for a BBHL to fill a gap in the market

Guidance

There are two parts to the essay that you must consider. The first is the rationale of your
campaign which should be based on the market research and analysis that you have carried
referencing key marketing concepts.

This must:

- Identify the market size, structure and future prospects

- Identify the target market segment(s) and their characteristics
- Identify relevant environmental factors that have an impact on the decisions below
- State and justify how the product will be positioned to appeal to the identified market
segments

Based upon the above decisions, the next step is to develop a campaign by deciding upon:

- Set marketing aims and objectives

- The features of the product
- The pricing strategies to be used
- The promotion strategies to be used
- How and where (place) the product will be bought by consumers
- What people/ skills will be needed
- What is the process by which the product will be delivered to the consumer?

All decision above must:

 - Be supported by evidence and analysis research
- Consider the size, structure and nature of the marketing including levels of competition,
economic conditions, consumer confidence and any other relevant factors
- Consider how the plan will be consistent, continuous, coherent and complementary
- Determine the reasons for decisions that have been made
- Determine the evidence upon which decisions are based

Key areas to consider:

Market place, customers and consumers, market research, market segmentation, and positioning
branding, pricing strategies and supply chains

Guidance notes for critical evaluation part 2

The second part of the essay is to critically evaluate how much of a significant part your
marketing campaign will play within the commercial organization (business). This part will be
weighted 40% of the total marks available for the market assessment

Here you should review the campaign you have created and the research you completed that
informed